Action for Health
Powered by a Plan
Creative Concept
Insight:
We have a healthcare system that is powered by the people and the plan that keeps it moving and makes it better. While celebrating the wins and the improvements that have been made, we can showcase the people that support the system and those impacted by it.
Concept approach:
The concept offers flexibility in showing a range of systems, people, and advancements from the Action for Health plan in action and outcomes of these improvements. This approach bridges the emotional connection of Nova Scotians to their healthcare system with the tactical results of the plan.
Key Objectives
Build trust and confidence by showcasing measurable progress and system wins.
Capture high-intent interest and drive info-seekers to learn more.
30s Script Breakdown
Audio / Dialogue
VO: We've built more facilities.
Woman getting care at a new menopause centre.
Audio / Dialogue
VO: And invested in technology.
Shots of servers going in, new MRI and people working on the YHNS app.
Audio / Dialogue
VO: We have metrics and measurements to show our progress.
Healthcare professionals review numbers and government healthcare people reviewing numbers.
Audio / Dialogue
VO: Driven by dedicated Nova Scotians in every corner of the province.
Healthcare providers in a variety of settings—clinical, lab, EMT, LTC, Women's Health Centre, etc.
Audio / Dialogue
VO: Rural and urban. Frontline and behind the scenes. New and experienced.
Shots of small towns and urban areas. Ambulance drivers and admin at Health Homes, older workers and younger nurse.
Audio / Dialogue
VO: And our work isn't done yet. We're dedicated to taking Action for Health for every Nova Scotian.
Option for direct address to camera from a government official or PO, or to use a speaker. Close with logo and actionforhealth.ca URL.
Proposed Production Partnerships
Option B
Production Logistics & Investment
Note: Range dependent on number of locations, number of talent, where the locations are (i.e. centralized versus province-wide), number of unique deliverables, etc..
- 1x 30s Master Video (Broadcast & Cinema)
- 1x 15s Cut-down (Social & CTV)
- 1x 6s "Bumper" Ad (YouTube)
- High-Res Campaign Photography Assets
- Audio assets
Creative refining and approval, development of cut-downs, short-format, and static concepts.
Pre-production, location scouting, casting, and planning.
Principal production (allowance for 3-day provincial shoot).
Post-production, audio mix, rollout of statics, versioning, and final trafficking of all assets.
Primary Paid Mix
Projected 12-Month Paid Media Range
Appendix: Full Channel Overview
Comprehensive breakdown of tactical execution across paid and owned channels.
| Channel | Role & Strategy | Considerations | Estimated Cost (12mo) |
|---|---|---|---|
| Linear TV | High-impact emotional connection; province-wide reach. | Significant investment. | $80k – $150k |
| Digital Video | CTV, Netflix, YouTube. High-efficiency storytelling. | Correlated to video quality. | $25k – $50k |
| Out-of-Home | TSAs, Pharmacy/health clinic networks. Relevant real-time offline messaging. | Rigid production timelines. | $80k – $160k |
| Social (Paid) | FB/IG/LinkedIn. Targeted messaging segments. | Manage tone & misinformation risk. | $10k – $40k |
| Cinema | Showtime video and lobby posters. | Engaged audience, including rural. | $30k – $60k |
| Search & Display | Capture intent; convert info-seekers. | Complex keyword modeling. | $15k – $30k |
| Newspapers & publications. Credibility. | Older demographic focus. | $20k – $50k |